Think Sa/es Promotion

By Steve Burnett advertisino mor. Goldblatt Too[ Co.

In recent years there has been a significant increase in the sophistication ofthe advertising and marketing techniques used by home centers. mass merchandisers and lumber and building supply dealers. l974may very well find this industry scrambling for sales. Now is the time to prepare for a more competitive "hard sell" approach. The firrn which lets its competitors "waste all that money" on advertising without competing may find its doors closing under Article ll (bankruptcy).

This article is not intended to be an all-encompassing text on the fine points of advertising. It is meant to inform or remind you that there are several valuable and inexpensive sales boosting tools available.

First, you must ask yourself: "Am I stocking the right products for the potential customers in my area? Who exactly are my customers? What items do these same customers buy elsewhere that I could be stocking?"

Next, a little more thought to store layout is probably needed. Don't hide items from your customers. Watch them shopif they have to ask you where something is, it is in the wrong place. Make use of instore signs, 'posters and display merchandisers. Put a supply of give-away promotional material at your cash registers. Think "Sales Promotion!"

Do a little research. Compute how much you realistically can and want to spend on advertising. Compare this year's sales activity with past years. Establish goals for the future, decide exactly what you'want to accomplish and how you're going to do it. There is no magic formula for you to use. It is a decision which you must make using your knowledge of your business, your goals, your competition, your location, your productline, etc. Nowyou are ready to implement your marketing strategy.

with your present customer list for mailings. These lists can usually be obtained if you try hard enough. Check the Yellow Pages, association or union membership lists, licensing departments, or go directly to a professional list compilation firm. Once you have clearly identified your market you must choose the best media for your advertising dollars.

Story at a Glance

Ten specific ideas on advertising and sales promotion that you can use to make your firm more competitive ... sources for co-op $, promotional materials, advertising aids, catalogs and other promotional aids.

About the author: Steve Burnett is the aduertising manager of Gold,blatt Tool C o., Kansas City. Goldblatt is a lead,ing prod,ucer of quality trowel trades tools. As such, Starc is aery familiar with the merchandising aids proaided. by manufacturers; he has a B.S. in Joumalism and, an MBA in Marlrcting.

(l) Contact your suppliers and the manufacturers. They are the prime source of advertising material and assistance. Many will give you expertly prepared brochures, invoice stuffers, posters, displays, signs and so forth just for the asking. Some will imprint your store name on their material. They are as interested as you are in selling their products!

(2) Send out promotional material with invoice and any other mailings you make. Try to obtain a list of all potential customers in your market area. Combine this

(3) Newspaper ads are often effective. Again, ask the manufacturer to provide photos and copy for their products which you sell. Ask if they have a coop advertising plan for sharing the cost of advertising. Many have such a plan but do not take the initiative in promoting.

(4) Radio advertising is becoming a more popular media for lumber, hardware and building supply firms. Write your local radio stations for a free copy of their advertising rate cards. You may

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